Meta supercharges WhatsApp for businesses with voice calls, AI tools, and unified marketing

In a major step toward transforming business communication, Meta has unveiled new features for its WhatsApp Business platform at the global Conversations 2025 event held in Miami. These updates are set to redefine how businesses engage with customers by introducing voice and video calling capabilities, AI-powered shopping tools, and a centralised ad management system.

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One of the standout additions is the ability for businesses to make voice and video calls directly through WhatsApp. Until now, the platform primarily supported text-based customer support. The new calling feature allows businesses to interact in real-time, making complex problem-solving quicker and more personal, with the condition that the customer opts into the call.

Voice messaging has also been integrated into the platform. This new function brings greater flexibility for users and businesses alike, especially in fields such as healthcare, education, or banking, where a quick audio message can replace long text explanations. Meta also hinted at future developments, including voice-enabled AI that would allow customers to interact with automated support by speaking.

On the marketing front, Meta has streamlined operations by allowing campaign management across WhatsApp, Facebook, and Instagram through the Ads Manager tool. Businesses can now manage budgets, set up promotions, and optimise campaigns from a single interface. By using Meta’s Advantage+ AI, companies can automatically target audiences and fine-tune ad placement , including WhatsApp Status.

In terms of shopping, Meta is trialling a new Business AI feature that will let customers browse, receive recommendations, and make purchases directly within WhatsApp chats. After-purchase support can also be offered in the same space, creating a seamless shopping experience. This feature is currently being tested in Mexico with plans for global rollout.